10 techniques for an effective ‘call to action’

This is a really good article that documents the obvious and the not-so-obvious design decisions behind creating effective calls to action…

Original article: http://boagworld.com/design/10_techniques_for_an_effective/

Having an effective call to action is an essential part of any website. A call to action is not just limited to ecommerce sites. Every website should have an objective it wants users to complete whether it is filling in a contact form, signup for a newsletter or volunteering their time.

An effective call to action is the linchpin of a successful site and involves drawing together best practice in usability, creative visual design and powerful copy writing.

Summary

  1. lay the groundwork
  2. offer a little extra
  3. have a small number of distinct actions
  4. use active urgent language
  5. get the position right
  6. use white space
  7. use an alternative colour
  8. make it big
  9. have a call to action on every page
  10. carry the call through

Selected screen-shots from the article

Skype clearly show the benefits of downloading their application

Skype clearly show the benefits of downloading their application

The Things website draws attention to its calls to action by using a constrasting colour

The Things website draws attention to its calls to action by using a constrasting colour

Original article: http://boagworld.com/design/10_techniques_for_an_effective/

Usable ‘Store Finders’

I’ve been doing some investigation into Store Finders recently and I’ve found one that is so quick, simple and easy to use that I thought I’d mention it here.

It’s for women’s fashion retailer Jane Norman, and can be accessed here:

http://www.janenorman.co.uk/pws/StoreFinder.ice?country=GB&page=Stores

The design is uncluttered and the finder guides the user towards their goal with a couple of simple clicks.

The Store Locator page in its initial state

The Store Locator page in its initial state

Choices are made using Drop-down lists, which have known usability and accessibility implications, but the implementation here seems to fit with general best practice recommendations while avoiding most of the pitfalls, such as overly long lists.

Choosing a region:

A drop-down list to choose the region you are looking for

A drop-down list to choose the region you are looking for

At this stage the region break-down seems to find the right balance between being too broad/generic and too narrow/restrictive.

Picking the store in your chosen region:

A drop-down list to choose a specific store

A drop-down list to choose a specific store

The item labels in the drop-down list are descriptive enough to give the user some meaningful options, without being too wordy.

If you were simply looking to verify a store’s general location this might be enough detail for you already.

Results page:

The Store Locator results page showing useful store information and an embedded Google map

The Store Locator results page showing useful store information and an embedded Google map

The results page contains lots of useful information:

  • full address
  • contact details
  • store opening hours
  • embedded google map

The implementation of Jane Norman’s Store Finder uses traditional form posts, which result in page refreshes after each selection, but I don’t see any reason why it couldn’t all be done inline using a bit of JavaScript (where available) for an even smoother experience, although this may have accessibility implications.

Additionally, it would also be nice if the results page could also offer a ‘permalink‘, so it can be easily bookmarked for later reference.

Using the feature feels much more friendly than asking the user to enter a postcode, which is the other commonly used technique.

Further reading

User Interface Implementations of Faceted Browsing

Over the last couple of years a technique known as faceted browsing has become something of a standard on e-commerce sites.

Faceted browsing allows users to filter data (typically product data) by groups of words that describe them (e.g.: colour, size, style, manufacturer’s name).

Amazon.com were one of the early proponents of faceted browsing and it is now such a common element of any large shopping site that it is more noticeable by its absence than by its inclusion.

This article by Mike Padilla over on Digital Web Magazine gives a clear and concise breakdown of the technique, and offers some great advice on planning faceted browsing for your a site, highlighting best practice and potential pitfalls.

Original article: http://www.digital-web.com/articles/user_interface_implementations_of_faceted_browsing/

Just as it is important to choose the proper knife when slicing-n-dicing vegetables, it is critical to prescribe a suitable user interface to support faceted filtering. Faceted filtering allows you to narrow down a large list of objects to a manageable size by applying flexible combinations of attribute filters in any order.

If we define groups of adjectives (facets) that describe objects and allow users to filter with them, we could empower users to manipulate the information space themselves rather than oppressively imposing a fixed structure upon them. Users could flexibly select values across all facets, in any order, to view only those objects that could be described as such.

Selected screen-shots from the article

Placing an item count after each facet value effectively gives users future insight without requiring additional interaction

Placing an item count after each facet value effectively gives users future insight without requiring additional interaction

Original article: http://www.digital-web.com/articles/user_interface_implementations_of_faceted_browsing/

10 Useful Web Application Interface Techniques

There’s a great article from Smashing Magazine today which outlines 10 simple interface ideas which contribute hugely to a good user experience. A few of them are common in many well-designed web applications, but there’s a couple of really good ideas in there that perhaps aren’t quite so well known.

More and more applications these days are migrating to the Web. Without platform constraints or installation requirements, the software-as-a-service model looks very attractive. Web application interface design is, at its core, Web design; however, its focus is mainly on function. To compete with desktop applications, Web apps must offer simple, intuitive and responsive user interfaces that let their users get things done with less effort and time.

Summary

1. Interface elements on demand
2. Specialized controls
3. Disable pressed buttons
4. Shadows around modal windows
5. Empty states that tell you what to do
6. Pressed button states
7. Link to the sign-up page from the log-in page
8. Context-sensitive navigation
9. More emphasis on key functions
10. Embedded video

The article itself goes into much more detail about each point, with useful illustrations and screen-shots of these techniques in practice.

Sample screen-shots

Hide or conceal advanced functionality
Hide or conceal advanced functionality

Using empty states to motivate users and animate actions
Using empty states to motivate users and animate actions

More emphasis on key functions
More emphasis on key functions

Original article: http://www.smashingmagazine.com/2009/01/12/10-useful-web-application-interface-techniques/

5 Quick Accessibility Fixes

This article over on BoagWorld gives a nice summary of some quick fixes developers can make to their pages to give their site’s accessibility compliance a bit of a boost.

Complying with accessibility guidelines can seem like a massive undertaking. However, addressing 5 simple problems can make a huge difference to your site’s accessibility.

Essentially these are:

  • poorly described images
  • badly labelled links
  • no alternatives to media
  • reliance on javascript
  • user controlled text

The article outlines quick fixes that it claims addressed 80% of issues.

These might seem like pretty basic fixes, and any web UI developer worth their salt will have been working within these parameters for years, but sometimes its worth reminding yourself of why you do the things you do…

(Source: http://boagworld.com/accessibility/quick_fix_accessibility/)

Web Application Form Design

This site has been around for some time, but Luke’s work is arguably some of the most definitive in the field of web form design, so its always worth re-iterating.

Web Application Form Design
by Luke Wroblewski
http://www.lukew.com/resources/articles/web_forms.html

Here’s a couple of examples of some of his findings:

Vertical labels

Vertical labels

Left-Justified horizontal labels

Left-Justified horizontal labels

His online articles form the basis of a book, available through Rosenfeld Media: Web Form Design: Filling in the Blanks. I heartily recommend it!